This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily. To manage to do this we have used a qualitative approach in the study, which is based on six different interviews with relevant actors within technology-focused industries, which we mentioned earlier. The interviews are the base of the analysis and are fully presented in the appendix. The analysis consists of a comparison between the empirism and the theories, which we’ve engaged in the paper.

With marketing concept being maturely developed, many firms are encouraged being customer-oriented. However, as firms pursue advanced technology development which is in order to meet customers’ various needs and being competitive, the furious competition of products innovation and development is raising which leads to time and people consuming blindly for firms, and the space of being competitive is condensed. In such case, a new logic is advocated which is to ask firms to lay down the separated line with consumers, and start to consider about interaction with consumers and other value network entities, it is time to get rid of single side supply and to advocate two side collaborate. This paper argue the customer orientation should be reconsidered with transmitting into service-dominant logic, through demonstrating from several primary theory foundation, it argued that interaction and collaboration of manufacturing companies and consumers is a new features for firms to find another outlet to being competitive. Even though this mindset is not prevail, it has already started in IT sector, and gradually it will expand to others, because information technology is seen as a good facilities for interaction between companies and consumers, it will be reflected in further practical study.

<p>This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily. To manage to do this we have used a qualitative approach in the study, which is based on six different interviews with relevant actors within technology-focused industries, which we mentioned earlier. The interviews are the base of the analysis and are fully presented in the appendix. The analysis consists of a comparison between the empirism and the theories, which we’ve engaged in the paper.</p>

This research paper explores the value co-creating activities from a micro-level healthcare perspective by investigating value co-creation in dental clinics. Previous research on the subject of co-creation of value has directed its focus to higher-level healthcare with advanced illnesses, chronic diseases and complicated processes with many interactions. This research paper expands the theoretical research and provides valuable practical insight for dental clinics by adding a perspective where there is a low level of interaction. Through interviews with dentists and a focus group discussion with patients it is concluded that the co-creating activities of: cooperating, colearning, collating information, integrating networks, providing options, and designing environments, are present on the micro-level healthcare. Furthermore, contrary to existing literature, it is concluded that the co-creation is commonly instigated by the dentist rather than the patient, and that the value co-creation can also be active on a psychological level, and not solely through physical interactions and activities.

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No. of bitstreams: 1 arquivototal.pdf: 2136822 bytes, checksum: a122274b64c2bca9063e2642d3fe5797 (MD5) Previous issue date: 2017-02-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The objective of this research was to analyze how the exchanges in the relationship applications collaborate to the objectification of the consumers in order to understand how the value can be co-created among the actors involved in this service. The netnographic research was developed in Tinder which is currently one of the most popular relationship applications in Brazil and worldwide. The data were collected through 19 interviews with Tinder consumers, carried out from May 2015 to November 2016, as well as the diary record with the main experiences that I lived in the application from October 2014 to December 2016. The Research results show that value co-creation has greater participation of users than the institution and the value of the application is attributed phenomenologically by the experiences in the exchanges. Relationship applications, in general, allow relationships between users analogous to consumer relationships and in Tinder, there is a sense that the next option may be more interesting favoring the accumulation of matches and the discarding of those that do not meet expectations, such as product that is returned by default. Research responds to social perspectives, specifically on the dynamics of relationships through connections; and managerial skills as you discuss possibilities for improvement in the application. It is concluded that in order to guarantee the value creation in the light of the Service- Dominant Logic, institutional control over the exchanges is necessary to avoid deviations in the use of Tinder. On the other hand, it must be considered that the dynamics that favor objectification is that which maintains the popularity of the application and any limitation of use, could cause Tinder to lose strategic benefits. In this case, it must be considered that the autonomy of cyberspace, in itself, requires institutional flexibility in regulations or even absence of them. So while some users have a negative perception of Tinder, others see opportunities to escape from the social routine with a lot of switching possibilities, and it is these uncontrolled exchanges that keep users active in the application and ensure their survival. / O objetivo desta pesquisa foi analisar como as trocas nos aplicativos de relacionamento colaboram à objetificação dos consumidores de forma a entender como o valor pode ser cocriado entre os atores envolvidos neste serviço. A investigação netnográfica, foi desenvolvida no Tinder que atualmente é um dos aplicativos de relacionamento mais populares no Brasil e no mundo. Os dados foram coletados por meio de 19 entrevistas com consumidores do Tinder, realizadas de maio de 2015 a novembro de 2016 além do registro em forma de diário com as principais experiências que vivi no aplicativo no período de outubro de 2014 a dezembro de 2016. Os resultados da pesquisa mostram que a cocriação de valor tem maior participação dos usuários que da instituição e o valor do aplicativo é atribuído fenomenologicamente pelas experiências nas trocas. Os aplicativos de relacionamento, de modo geral, permitem relações entre usuários análogas a relações de consumo e no Tinder, há a sensação de que a próxima opção pode ser mais interessante favorecendo o acúmulo de matches e o descarte daqueles que não atenderem às expectativas, como produto que se devolve por defeito. A pesquisa atende às perspectivas sociais, especificamente sobre a dinâmica dos relacionamentos por conexões; e gerenciais à medida que discute possibilidades de melhoria no aplicativo. Conclui-se que para garantir a cocriação de valor à luz da Lógica Dominante do Serviço, é necessário o controle institucional sobre as trocas que evitem desvios na utilização do Tinder. Por outro lado há que se considerar que a dinâmica que favorece a objetificação é a que mantém a popularidade do aplicativo e qualquer limitação de uso ao usuário, poderia fazer com que o Tinder perdesse benefícios estratégicos. Nesse caso, deve-se considerar que a autonomia do ciberespaço, em si, requer flexibilidade institucional em regulações ou mesmo ausência destas. Assim, enquanto alguns usuários têm uma percepção negativa do Tinder, outros veem oportunidades de fuga da rotina social com diversas possibilidades de troca, e são essas trocas, não controladas, que mantém os usuários ativos no aplicativo e garantem a sobrevivência dele.

This paper explores the value propositions that exist within ecosystems comprised of organizational and individual actors. The concept of value in general and how value is cocreated in multi-actor networks is explored by using service-dominant logic. The ecosystem is further framed by the intrinsic traits of digital technology as portrayed in The Layered Architecture of Digital Technology. Together, both of these framing conventions create what the paper refers to as a digital service ecosystem. In order to understand the important characteristics of a digital service ecosystem this paper analyzes a case study involving several actors participating in an ecosystem project in northern Sweden. This paper identifies six overarching themes that serve as the basis for three value propositions. A model is introduced as a way to simplify the understanding of each value proposition and how they interact with one another.

Economy professor Kjell Nordström argued at the Nordic Business forum Sweden, that regions such as Värmland would turn into wastelands in the aftermath of digitalization and urbanization. Digitalization has rapidly changed service provision effecting the provider-user interaction and service options available. To stay competitive, a sustainability report on the region recommends local actors to find common goals to enhance the value-proposition providing advantages not offered by larger elsewhere controlled or e-commerce actors. Previous studies regarding value co-creation conclude that due to macro level influences such as digitalization, a systemic approach is vital. Hence, this thesis uses a service ecosystem, approach addressing the problem and research inquiries regarding relationship market influence in and among various levels and relationship construction for mutual member goals capturing value. The aim of this thesis is to explore how actors can increase their resilience towards macro level influences. The empirical data was gathered through conducting a qualitative exploratory case study using non-probability sampling to map the service ecosystem around a resilient actor. The data collection comprised of field observation, a brief document analysis and seven semi-structured interviews. Five interviews with different actors supported by two interviews with key customers. The data was processed and thematically analyzed through coding and grouping. Findings was then compared to the theoretical framework and discussed in relation to the background and problem. The study concluded that actors were unable of making an impact individually and essentially need goal alignment for institutional change. However, depending on actor size, type, level of digitalization, and market aim, the importance varies. Actors primarily targeting a regional market were considered dependent on goal alignment and institutional change for resilience. By accomplishing collective goals ecosystem members indirectly achieve individual goals increasing competitiveness, enhancing the business climate. Through institutional change members counteract and restructure the ecosystem adjusting to macro level changes affecting the meso and micro interaction creating resilience.

his dissertation advocates that value and its creation are often misunderstood concepts since both lack robust comprehensive conceptual foundations from which to advance rigorous theoretical development and analysis. Furthermore, this dissertation characterized value as the subjective assessment of the total worth of benefits received for the price paid or costs, i.e. money, time, energy, etc. The purpose of this dissertation was to conduct a holistic examination of value through the lens of service-dominant logic (S-D) and several historical economic periods of thought. I conducted a comprehensive S-D literature review in conjunction with a conceptual Boardman Soft Systems Methodology to develop a systemigram that captured the most critical S-D concepts and interrelationships to clarify its purpose and future research opportunities. During this process, value was recategorized and simplified into five primary dimensions, i.e. nature, perspectives, measures, storage, and creation. I employed Maslow's hierarchy of needs theory to illustrate that value at the lowest level of abstraction is the efficient satisfaction of human needs. I also investigated value creation and introduced a comprehensive value creation conceptual framework. Value creation is seen as a continuum of activity of key processes, i.e. value co-production, value in exchange, and value co-creation, and key procedural elements, i.e. actors, resource integration, ecosystems, services exchange, institutions and institutional arrangements as essentials to value creation. In addition, this dissertation also presented a Leyden value concept to the S-D lexicon. This concept complements use-value to capture associate upstream co-production activities and efforts as stored potential value. This dissertation then employed this conceptual framework to perform two survey based empirical studies. The first tested Lusch et al. (2007) value-co-production framework and incorporated other constructs such as transaction cost, satisfaction, and future purchase intent into a single testable model. This study leveraged covariance based structural equation modeling with 477 respondents to simultaneously test the proposed model and advance Self Determination Theory and Transaction Cost Economics within the realm of value creation and S-D Logic. This research found that most of Lusch et al. (2007) hypotheses were supported and found statistical support for the inclusion of transaction cost as a construct that influences value-co-production. In addition, this study illustrated that value-co-production has a positive statistical association with satisfaction and its impact on consumer future purchase intent. Managerial, this study highlighted those customer characteristics and behaviors necessary to maximize value generation during co-production opportunities. Finally, this dissertation empirically investigated the importance of benefits and equivalent cost reductions to entice consumer purchase intention across two different products and services scenarios. In total, this research gathered over 2,500 observations through a series of eight between subject survey experiments. This research found that consumers choose benefits such as warranty enhancements for new vehicle purchases and complementary desserts for dining experiences to enhance purchase intention. In addition, this research often revealed that consumers significantly decrease purchase intention when offered small value enhancements, i.e. 1% price reductions. This research also discovered that narcissism is negatively associated with those consumers who chose a donation to social causes. Finally, enhanced value offerings for expensive vacations, either through benefit enhancements or cost reductions, fail to significantly impact consumer purchase intention. The results of this research advance rational choice theory into the realm of value creation and S-D. Managerially, this research found that benefits, whether singular or offered as a menu, are powerful tools for retailers to employ to enhance consumer purchase intention.

Background and problem More and more companies are now developing from only delivering a single product to now also deliver services. These transformations into servitization bring both risks and benefits to companies making the transition. The benefits of servitization is a well-defined area in the academic literature. A few identified authors describe a gap in the literature around risk management of servitization, with special emphasis on how the role of leaders is important for servitization risk management. The study is based on the problematization of how leaders handle and act when incurring the risk that may arise in the implementation of service logic. Aim The purpose of this study is to investigate how business leaders within finance, strategy, and organizational development manage the risks associated with servitization in manufacturing companies. Method and Theory The theoretical framework is based on the current academic literature on risk management and leadership. The theory is based on two essential areas, risk management strategies and leadership styles. Where it provides a basic understanding of the subject and focuses on six main strategies and three essential leadership styles to manage the risks that may arise with servitization. Our conclusions have been reached by performing a qualitative study. The data collection was conducted through nine semi-structured interviews from seven different manufacturing companies. The data has been analyzed through thematic analysis which forms the basis for the study's conclusions. Findings The findings show that the risks that are identified in the study are categorized into five types, business risk, quality and competence, short-term customer relationship, brand, and culture. The result also shows that the most commonly used leadership style is participatory and relationship-based leadership style. The main risk management strategy was focused on the risks facing the sales team at the company and managing the customer relationship. The conclusion, therefore, justifies that participation- and relationship-oriented leadership is the most prevalent leadership, where all types of risk management strategies are represented. Educational- and integrative risk management strategies are most prevalent in all three leadership styles and are used to manage the greatest risk. / Bakgrund och problemdiskussion Att övergå från att vara ett produktbaserat företag till att även erhålla tjänster har en alltmer framträdande roll i samhället. Fördelarna med tjänstefiering finns representerade i litteraturen och är ett väl omskrivet område. Vissa av litteraturens författare skriver att de finner en saknad vid riskhantering av tjänstefiering, med särskild vikt för hur ledarnas roll är betydandeför tjänstefieringens riskhantering. Studien grundas i problematiseringen kring hur ledarna hanterar och agerar vid de risker som kan att uppstå vid en implementering av tjänstelogik. Syfte Syftet med studien är att undersöka hur företagsledare med uppgifter inom ekonomi, strategi eller organisationsutveckling hanterar risk vid tjänstefiering i tillverkande företag. Metod och teori Det teoretiska ramverket utformas efter en övergripande bild av riskhantering och ledarskap. Teorin utgår ifrån två väsentliga aspekter, riskhanteringsstrategier och ledarskapsstilar. Där en grundläggande förståelse inom ämnet delges, vilken inriktar sig på sex huvudsakliga strategier och tre väsentliga ledarskapsstilar för att hantera riskerna som kan uppstå vid en tjänstefiering. Studien genomförs med ett kvalitativt tillvägagångssätt. Datainsamlingen harutförts genom nio semistrukturerade intervjuer i sju tillverkande företag. Datamaterialet haranalyserats genom tematisk analys vilket vidare ligger till grund för studiens slutsatser. Resultat Studiens resultat visar på att de risker som identifierats kan kategoriseras till fem typer, affärsrisk, kvalité och kompetens, kortsiktig kundrelation, varumärke och kultur. Resultatet påvisar även att den ledarstil som används mest är deltagande- och relationsbaserad ledarstil. Den främsta riskhanteringsstrategin framgick till att vara inriktad på de risker som säljteamet på företaget står inför samt hur kundrelationer hanteras. Slutsatsen motiveras därför till attdeltagande- och relationsorienterat ledarskap är det mest förekommande ledarskapet, där allatyper av riskhanteringsstrategier är representerade. Utbildande- och integreranderiskhanteringsstrategier är mest förekommande i alla tre ledarskapsstilar och används för att hantera de största riskerna.

Styrsätt från privata sektorn såsom NPM har implementerats i den offentliga sektorn med syfte att förändra arbetssätten som styr aktörerna i de offentliga organisationerna. Arbetssätten har dock i många fall lett till ett detaljstyrt arbete för medarbetarna i offentliga organisationer, vilket hämmat aktörernas möjlighet att skapa värde för medborgarna. Ett större handlingsutrymme av styrningen för aktörerna skulle däremot kunna visa sig vara fördelaktigt för värdeskapandet. Studien syftar till att undersöka hur verksamhetsstyrningen inom hemtjänsten påverkar värdet som skapas och inte skapas mellan diverse aktörer. Studien implementerar ett tjänstelogiskt perspektiv vid undersökandet av brister eller möjligheter i värdeskapandet mellan aktörerna. En fallstudie har valts med utgångspunkt i en hemtjänstenhet i Karlstads kommun. Semistrukturerade intervjuer genomfördes med 12 deltagare i hemtjänsten i Karlstads kommun. Varav 5 var personal, 5 var kunder, en enhetschef och en gruppledare.  Resultaten visar på hur styrningen i hemtjänsten består av en detaljstyrning med fokus på tid och med lite handlingsutrymme för personalen. Tidsstyrningen skapar stress för personalen som också behöver balansera kundernas varierande behov med styrningen. Tack vare en bra samverkan i enheten lyckas dem utföra arbetsuppgifterna som de ska. Dock lämnar styrningen en hel del att önska för alla aktörer. Styrningen i hemtjänsten visar på att personalen inte ges rätt förutsättningar för fortsatt värdeskapande. Det ges lite möjlighet till att beakta diverse kundbehov som kan anses vara av värde.  Det handlingsutrymme som erbjuds personalen innebär däremot att de trots allt kan finna diverse vägar runt styrningen för att hantera denna, även om det inte alltid fungerar. Tjänstelogiken belyser hur brister i styrningen påverkar värdeskapandet mellan aktörerna, oftast på grund av tidsbrist. Logiken visar också på hur möjligheterna till att skapa värde sker när personalen kan använda sina resurser till fullo. Tjänstelogiken kan således ha en funktion att fungera som ett diagnostiskt verktyg av styrningen i offentliga organisationer. Däremot kan mer data och större tillgång till organisationen vara till hjälp för framtida studier. / Management concepts, such as NPM, has been implemented from the private sector to the public sector with the purpose to change the way the various people in the public sector are being governed. This way to work has in many situations led to the staff in the public sector to being micromanaged, which has led to complications in their possibilities to create value for the citizens. A bigger room by the governance for the staff to take their own action could show to be more beneficial for the value creation.  The purpose with this study is to examine how the governance of home care is affecting the value creation between different actors in the organization. This study implements Service-dominant logic as a perspective to examine the deficiencies and the possibilities in the value creation between the different actors.  We chose to do a case study based on the home care in Karlstad county. Semi-structured interviews were performed together with 12 participants from the homecare in Karlstad county. These consisted of 5 staff, 5 clients, 1 manager and 1 group leader.  The results show how the governance of home care consists of micromanagement, with the focus on managing time and offering little room for staff to take their own action. The management of time causes stress for the staff, who also must balance the various needs of the clients with a micromanaged governance. However, thanks to a good cooperation in the home car unit they manage to do this to a certain extent. Although, the governance of the organization leaves something wanting for all the involved actors.  The governance of home care show that the staff hasn’t been given the right basis for a continuous value creation. It leaves to little room for the staff to take the client’s needs into consideration. Although, the staff are offered some latitude in their work. Meaning they can find their ways around the governance to work with it, even if that doesn’t always work. Service-dominant logic emphasizes how the deficiencies in the management are affecting the value creation between the actors, mostly due to a lack of time. The logic also shows how the possibilities to create value happens when the staff can fully use their resources. Therefore, service-dominant logic could have a function as a tool for management in the public sector. However, more data and a bigger access to the organization itself could be helpful in further studies.